Brand Experience: What is It? How is it Measured? Does it Affect Loyalty?

2009/05/01 by J. Joško Brakus, Bernd H. Schmitt, Lia Zarantonello · 13 citations
Business, Management and Accounting · Social Sciences · #Consumer Behavior in Brand Consumption and Identification #Customer Service Quality and Loyalty #Digital Marketing and Social Media

paper · doi:10.1509/jmkg.73.3.052

Abstract

Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is reliable, valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment, customer delight, and brand personality. Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations.

Citations

• Managing What Consumers Learn from Experience
• Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
• The Malleable Self: The Role of Self-Expression in Persuasion
• A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions
• Dimensions of Brand Personality

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Related

• The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty
• Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
• Understanding Customer Experience Throughout the Customer Journey
• Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers
• Dimensions of Brand Personality